China Daily Global Edition (USA)
NBA China partners to ensure fans are in hoops heaven
The 2018 NBA China Games will be supported by 17 marketing partners this year, with smartphone giant Vivo becoming the series’ presenting partner for the first time.
The Philadelphia 76ers and Dallas Mavericks will play on Oct 5 in Shanghai’s MercedesBenz Arena, followed by a rematch at Shenzhen’s Universiade Center three days later.
In addition to the two games, NBA China will host the seventh consecutive NBA Fan Day, presented by Dongfeng Nissan, on Oct 4 at Oriental Sports Center in Shanghai.
Chinese celebrities and lucky fans will participate in on-court activities with players from both teams. Tickets to NBA Fan Day are free to the public and are available through a series of interactive promotions conducted by NBA China’s digital and marketing partners.
Fans will be able to join singer and actress Jike Junyi, singer and actor Adam Fan, music producer and singer Tizzy T, actor Dylan Wang, actor and singer Mike Angelo and TV host Rachel Liu to play with Mavericks and Sixers players in the Skills Challenge, presented by Master Kong, a Three-Point Challenge, presented by Vivo, and a Shooting Stars Challenge, presented by Dongfeng Nissan.
Jike will tip off the event with a musical performance presented by Vivo. The event will be broadcast live on BesTV, Tencent Sports and Weibo and will be supported by marketing partners Ctrip, Gatorade, Linglong Tire, Master Kong, Nike, Tissot, Vivo and X Financial, and by media partners BesTV, SMG, Tencent Sports and Weibo. “This year’s NBA China Games will bring together exciting new and long-standing partners who will be activating in unique ways to create memorable NBA experiences for our passionate fans in Shanghai and Shenzhen,” said NBA China CEO Derek Chang.
Below are highlights each partner’s efforts: Vivo · The presenting partner of the NBA China Games will feature a special 3D court projection on the arena floor in Shanghai that will capture and demonstrate the excitement of the games.
· Vivo will conduct a 3-point shooting contest and will bring winners from its offline activation to compete alongside celebrities and Mavericks and Sixers players during NBA Fan Day.
· During both NBA China Games, Vivo will host a on-course booth featuring its newly launched X23 mobile phone, and will bring fun and interactive experiences to fans in the arena. Beats by Dr. Dre · Beats will invite athletes and NBA players to various promotional events in Shanghai. Chivas Regal · Chivas, the presenting partner of the NBA China Games Welcome Reception and Party Chivas, will host NBA legend appearances and meet-andgreets with fans in both cities. of CLEAR · CLEAR will host an NBA legend at one of its offline retail stores in Shenzhen to interact with fans.
· CLEAR will have a productthemed on-court activation at both games to engage with fans. Ctrip · Ctrip will provide fans in China with extensive NBAthemed travel products and services.
· As part of the partnership, Ctrip will invite NBA players and legends to interact with fans. Dongfeng Nissan · Dongfeng Nissan will present NBA Fan Day, a free event to provide thousands of fans the opportunity to participate in on-court games and watch the 76ers and Mavericks showcase their skills at practice.
· Dongfeng Nissan is a partner of the NBA Cares basketball clinic in Shanghai and NBA Cares legacy project in Shenzhen.
· Dongfeng Nissan will conduct the finals of the national “Future Star” skills challenge at Fan Day, featuring the 10 winners selected from the 2018 NBA 5x5 summer events.
· Dongfeng Nissan will host interactive games and display its new electric vehicle, SYLPHY, on the arena concourse. ExxonMobil · ExxonMobil will host an interactive augmented-reality (AR) booth and photo area inside the arenas in Shanghai and Shenzhen.
· As the official partner of the NBA Championship Exhibition, ExxonMobil will invite fans in the arena to experience collaborative NBA tactical drills through its high-end AR interactive device.
· ExxonMobil will invite NBA legend Julius Erving to join its brand event. Gatorade · The “Gatorade Dream Court” shooting contest will invite past “Shoot for a Million” winners to square off in a halfcourt shooting challenge. Each contestant will represent a basketball court that needs to be refurbished, with the winning court receiving a donation from Gatorade for the refurbishment.
· Gatorade will host interactive games and product displays at its concourse booth. Harbin Beer · Harbin Beer will launch an online NBA China Gamesthemed video challenge, providing fans the opportunity to win an NBA China Games trip.
· Harbin Beer will host an NBA legend meet-and-greet for fans in Shenzhen.
· Harbin Beer will host interactive booths in both Shanghai and Shenzhen to engage with fans in each arena. Linglong Tire · Linglong Tire will host an interactive booth at the Shanghai game to display its products and engage fans with interactive experiences. Master Kong · Master Kong has launched 700,000 special bottles featuring team mascots, including those of the 76ers.
· Master Kong will host interactive games and display new products at its concourse booth.
· Master Kong endorser Joel Embiid will speak to fans at its charity event in Shanghai. Mengniu · Mengniu will launch its “Born for Greatness Shooting Star” campaign during the NBA China Games to connect with consumers through online and offline activations.
· Mengniu will also host branded booths for both games to showcase the long-term partnership between Mengniu and the NBA, and to engage with fans through interactive basketball shooting games. Mission Hills · An NBA Exhibit and Retail Store will be located in the middle of “Mission Hills Centerville” and will feature interactive exhibits, NBA memorabilia and merchandise, and other unique fan experiences. Nike · Nike will present the “Dare to Become” skills challenge during the NBA China Games, inviting participants to compete against each other to test their ball-handling, passing and scoring ability. SAP · SAP, together with NBA legend Ray Allen, will host an “Intelligent AI Coach” interactive booth for fans at the game in Shanghai.
· SAP will be an active participant as a partner of the NBA Cares project in Shenzhen. Tissot · Tissot will host a basketball clinic in Shanghai to provide fans with unique NBA training experiences.
· Tissot will host a display and interactive area at both arenas and put on a roadshow for fans in Shenzhen with an NBA legend. X Financial · X Financial will host an event with NBA Global Ambassador Dikembe Mutombo in Shenzhen ahead of the Oct 8 game.